Skullcandy's Deploys Shoppable Instagram and Increases E-Commerce Revenue by Over 10%
Skullcandy partnered with ReadyPulse to increase revenue and grow their brand. ReadyPulse helped Skullcandy make their Instagram accounts shoppable and display shoppable user generated content (UGC) on their e-commerce site to drive traffic, conversions and sales.
Skullcandy Sweet Facts
- Founded in 2003, Skullcandy is a global performance and lifestyle audio brand driven by creativity and the irreverence of youth culture. Products include headphones, earphones, hands-free devices, audio backpacks, MP3 players, and other audio equipment targeted to the outdoor action sports demographic (snowboarders, skateboarders, etc.) and general consumer market.
- Publicly traded company based out of Park City, Utah.
- Third most-sold headphone in the U.S. marketplace.
- Brand ambassadors include sponsored professional snowboarding, skiing, skateboarding, wakeboarding, motocross, and biking athletes. The company has also sponsored several NBA teams.
- In 2012, supermodel Kate Upton began promoting various sports lines. Other partnerships include feature artists Jay-Z, Rita Ora, and Snoop Dogg, all of whom have endorsed Skullcandy products with special designs.
- Last week, Skullcandy second quarter earnings reports surpassed expectations that sent stocks soaring.
- Sales of Skullcandy products through Best Buy, one of its largest distribution partners, are up double digits year-over-year, while sales through Gamestop have grown 30% year-over-year.
Going Head to Head with the Competition: Skullcandy in the Marketplace
Creative. Relevant. Irreverent. When it comes to capturing the essence of youth, culture, and that explosive intersection where the two collide, few products on the market hold a candle to Skullcandy.
In just over a decade, the publicly traded company has gone head-to-head with the biggest names in their industry. Today, Skullcandy headphones are the third bestselling line of headphones in the United States behind Beats by Dr. Dre and Curtis “50 Cent” Jackson’s SMS Audio.
Chalk it up to one part “getting it” (the company’s ability to speak to their target demographic has earned them 2,101,495 likes on Facebook, 215,000 Instagram fans, 115,000 Twitter followers, and over 40,000 subscribers on their YouTube channel), one part solid product offering (Skullcandy products include headphones, earphones, hands-free devices, audio backpacks, MP3 players, and other audio equipment targeted to the outdoor action sports demographic and general consumer market), and one part ambassador factor (big names behind Skullcandy include Jay Z, Rita Ora, Kate Upton, and Snoop Dogg), but however you look at it, Skullcandy’s success in the marketplace is well earned.
Skullcandy’s Online Success: Its Got a Good Beat, and You Can Dance to It
If creativity defines Skullcandy culture, street smarts — understanding exactly what motivates online purchases, and then making it easy for consumers to purchase what they want, when they want it — are what drives its success. That’s especially true when it comes to the company’s dominance in the world of online retail, as evidenced by the brand’s whopping 75 percent CTR on their “Click an Image to Shop” Instagram page.
For Skullcandy, making it easy for consumers to shop their brand directly from social platforms like Instagram was a no-brainer. That’s according to Diego Nunez, Skullcandy’s Senior Director of Digital Marketing and eCommerce.
“Selling online isn’t rocket science,” Nunez states. “Everyone knows that, if you’re going to sell to your target demographic, you have to meet them where they are, which is on social, and then take them where you want them to go, which is your ecommerce sites.”
Nunez, who has spent his career driving growth and digital innovation for leading advertising, entertainment and consumer product companies, is no stranger to digital marketing. Before joining Skullcandy, he led strategy and execution of Beats by Dr. Dre’s global digital brand, social media, online marketing and e-commerce, and was previously a Director of Digital for David&Goliath advertising and an online producer at The Walt Disney Company.
But with Skullcandy, Nunez saw an opportunity to push the digital envelope even farther. “What I envisioned for our online retail success at Skullcandy was bigger, bolder and beyond anything I’d ever done before,” says Nunez. “But to go where I wanted to go with our social sales, I knew I needed tools that could not only keep up with my vision, but also with the sheer volume of content and buzz that our fans generate around the brand.”
That, Nunez knew, would be a tall order.
Content, Meet Commerce
To begin with, Nunez knew that if Skullcandy was going to pull in commerce, it needed to push out compelling content. “Bottom line with ecommerce success is content,” Nunez affirms. “Cool people telling stories around the brand and punctuating these stories with unforgettable imagery that ignites dialogue throughout their own fan base. That’s the name of the game.”
At Skullcandy, stories around their products are being told every day, by everyday fans and celebrities alike. Heavy hitters who have leant their names and creativity to the brand include Jay Z, Rita Ora, Kate Upton, and Snoop Dogg, to name a few. “Getting someone like Kate Upton or Jay Z to champion our brand is always an exciting event for us,” says Nunez, “and we’ve been so fortunate to have some amazing ambassadors partner with Skullcandy.”
But as most brands quickly learn in the world of online commerce, brand ambassador buzz doesn’t necessarily translate into revenue. “When it comes to making sales through social,” Nunez points out, “you’ve got to have a system in place that makes it super easy for a fan to engage with a product and then make an instantaneous buying decision. One step — that’s it.” Anything beyond that, Nunez cautions, and you risk losing the sale.
LikeItWant.It (Shoppable Instagram): ROI at Full Volume
For Nunez, that one-step simplicity is found in LikeItWant. It, an out-of-the-box solution that enables Skullcandy fans to purchase products they see on Instagram right from their feed.
With LikeItWant.It, instead of simply liking or commenting on an Instagram photo that features a Skullcandy product, fans of the brand are taken instantly to the product detail page of the item featured in the photo so they can own it themselves — all with just one finger tap.
And for Nunez, this was the envelope pusher he was looking for. “You see an image on Instagram of a product you like,” Nunez explains. “There’s something there in that picture that’s compelling to you. It resonates. You want it, you tap it, you buy it. What could be easier?”
Now Hear This: Skullcandy Results
How powerful is LikeItWant.It in driving e-commerce sales? Skullcandy’s stats speak for themselves:
- 1,000+ transactions were made within the first 30 days of displaying shoppable social user generated content (UGC) on Skullcandy’s home page
- 100% of organic social traffic driven to Skullcandy site
- 10% of Skullcandy’s e-commerce revenue was driven through Instagram content
- 110 social user generated (UGC) photos were used monthly to promote product sales
- 42% of traffic driven to Skullcandy’s site came from mobile and tablet devices
- 75% CTR
- 5X ROI
It is evident that Skullcandy found a winning formula for e-commerce success.
But for Nunez, this is just the beginning. “We’ve seen what LikeItWant.It does for making social shoppable,” says Nunez. “That we are making it easier than ever for our fans to engage with the Skullcandy brand is what drives us to do even more, and I can’t wait to see what the weeks and months ahead of us bring.”
ReadyPulse is changing the face of digital marketing delivering social proof on-demand and at scale. The ReadyPulse platform is a system-of-record for social content and social ambassadors for enterprise brands and retailers such as Nickelodeon, The North Face, and Reebok. A B2B, enterprise social influencer marketing platform, ReadyPulse, is the most effective way to leverage social media photos and influencers, enabling enterprise brands and retailers to drive commerce with 100% authorized, high quality, product relevant social user-generated content. ReadyPulse identifies the best one percent of photos and videos curated from hashtags, Facebook, Twitter, Instagram, YouTube, brand websites, and social influencer/brand ambassador content. This patented technology enables digital marketers to identify and recruit the most influential social users as opt-in brand ambassadors, activate marketing campaigns on demand, and amplify high-quality product-relevant, authorized content in context of e-commerce experiences. What results are significant, measurable increases in social referrals, web engagement, and e-commerce conversions.
Request a demo for more information about ReadyPulse.